Does your “position” pass the evelvator test?

Positioning seems to be one of most elusive ‘components’ in business. The idea seems basic enough -creating a “position” in a prospective customer’s mind – yet there’s plenty of ideas as to how to go about it. While Jack Trout and Al Ries bible on positioning is one that I usually turn to, I found … Continue reading Does your “position” pass the evelvator test?

Crossing the Chasm – do you know your audience as much as your product?

One of the best ways to see if an idea has actually worked is to revisit past theories, thoughts, and concepts. Considered to be the bible of high-tech marketing in the 1990’s, Geoffrey A. Moore’s “Crossing the Chasm” is full of insight that have played out through the 90’s, the 00’s and now even into … Continue reading Crossing the Chasm – do you know your audience as much as your product?

The 22 Laws of Marketing

At 2681m the air is thinner, the space is larger, and the atmosphere is harsher. This is the first thing we learned as we trekked up to the Faulhorn. The weather in the Grindelwald valley below wasn’t all the that pleasant but as we moved up in altitude in the mid-morning, the skies cleared up … Continue reading The 22 Laws of Marketing